Proposal for Billboard Advert

Title:iLondon

Format:Print, A1, colour

Placement/Location:The billboard advert will be placed at underground tube stations across London. This will be effective as it is a busy location which is used by a huge amount of people on a daily basis, meaning that many people would see our billboard and identify our new magazine. It would also strongly link to the region in which our magazine is focusing on as the London underground is situated in London itself meaning that those who live in London or commute to and from London will be in this area and will identify the magazine and will be attracted to it. We will also place our billboard at bus stops; this will cleverly attract our young target audience as a huge amount of young people use buses to get around as it provides free travel. Therefore, the bus stop is a location used by many young people where they will identify the billboard and will be made aware of the new upcoming magazine. We have also chosen to place our billboard on a bus itself. This is an effective way of gaining awareness and targeting the target audience of those living in London as those travelling around London to and from work or school for example will see the billboard as a bus passes by.

Target Audience:Our billboard advert will appeal to our target audience of 15-25 year olds. This is because we found a gap in the market for a regional magazine in London aimed towards a youthful generation. There are currently no magazines which offer a regional magazine specifically for this age group. Time Out magazine are more national based rather than regional, and appeal to more of a mass market. Our magazine will be aimed towards a unisex audience; therefore our magazine will include topics that will be appropriate to both genders. Therefore, our magazine aims to fill a niche in the market that will satisfy our customers. Our magazine will be specifically aimed towards people living in London. However, commuters in particular will identify (uses and gratification) our regional magazine from locations such as bus stops and tube stations. This will give them information (uses and gratification) in regards to price and content. We would expect our consumers to come from a middle class background. This is because the topics in our magazine will appeal to people of the social-economic scale; for example they would be able to afford to go to the theatre, which is a regular feature in our magazine.

Target audience profileName: Holly-Anna ValavaniAge: 17Gender: FemaleEthnicity: GreekClass/status: Middle class. Lives in palmers Green. Mother works full time as a teacher. Hobbies: Dancing and actingInterests: Shopping, eating/dining, going to the theatre, socialising, photography, watching films – in particular teenage chick flicks and romantic comedies e.g. Bridget Jones Diary. Favourite magazines: Heat, Time Out, Vogue, Elle, Marie Claire

Name: James AndersonAge: 25Gender: MaleEthnicity: EnglishClass/status: Middle class. Works as a junior accountant earning approximately £30,000 per annum. Hobbies: Tennis, writes soft rock music and plays guitarInterests: watching films – action movies such as Fast and Furious, socialising, sports, music

House style:Our logo will be featured at the top of the billboard to allow the target audience to immediately identify (uses and gratification) with the name of our regional magazine. We will use a faint outline of an eye with the pupil of the eye. This will include a panoramic shot of London landmarks that will feature on our individual front covers. Our 4 issues will be placed around the ‘eye’ so the audience can identify (uses and gratification) with our magazine. These will be placed in each four corners of the rule of thirds. We will include our slogan at the bottom of the billboard. This will include a memorable message which our potential consumers will remember.

Distribution:Our billboard advertisement will be released in the spring months from March onwards to build awareness for our regional magazine before its summer release. This means the target audience will be aware of the magazine before it has it will be distributed in July, allowing for us to gain potential customers who will be attracted to the billboard and will want to buy the magazine. The billboard will therefore be distributed before the radio advertisement as the radio advertisement will be distributed from July once the magazine is distributed. This allows for the billboard to fit into our marketing campaign in an aim to target our target audience and attract customers.

Competition:Our magazine does not have much competition as there is currently no existing regional magazines that are aimed towards 15-25 year olds. However, to gain a competitive edge over other regional magazines based on London we have decided to distribute our billboard advertisement all over London on various locations including bus stops, buses and tube stations. This allows a wide target audience to see our billboard so everyone is entitled to identify our magazine and be informed of the release date. This differs from other magazines that usually feature billboard signs just on motorways which only give them a limited audience. Our billboard advertisement will also differ from competition as the distinctive visual of using a faint outline of an ’eye’ with London landmarks in the pupil is original and has never been done before. Therefore, this image will become memorable for the target audience and unique to our magazine, which will help to attract our target audience as they will identify this distinctive visual and immediately identify our magazine iLondon. USPThe USP of iLondon is that the magazine is targeting a youthful target audience of those aged from 15-25 year olds. This makes our target audience unique and original as there are currently no regional magazines that are aimed towards this age group. To add, the topic on education will be included in our magazine every month which makes our magazine unique as while we are aiming to attract and entertain a young target audience, we are also aiming to educate them and inform them on what they should know in terms of education.